Don't be evil

Good design features are “intentional”.

I really can’t find the source of this sentence. But you can understand that design is purposeful, provocative, and serves business.

Then design is like a double-edged sword. Once used improperly, the user experience will be greatly reduced.

It is true that every designer shouts "strive to create the ultimate user experience" every day. But in reality, I am hurting users unknowingly. Let me talk about the "evil" things I did:

1. Only focus on part of the experience and not consider the overall experience

The iteration requirement for the recently developed Internet insurance product is “no need to log in to apply for insurance”.

Because the process used to be:

"Purchase">>"Login">>"Fill in the order">>"Pay">>"Accept Policy SMS"

**Due to this login, a large number of purchasing users jumped out directly. **

So the so-called login-free actually requires SMS verification to be integrated into the purchase process.

And my plan is:

"Purchase" 》"Fill in the order (mobile phone number is required for business needs)" 》Pay 》Verify SMS identity

My reason is simple:

"There is no interference during the user's insurance purchase process. After the user purchases successfully, the verification text message is not part of the entire purchase process. The user can choose whether to verify his identity after receiving the policy notification. If he does not verify, he will still receive the policy text message"

Yes, it sounds like the user is happy to buy it, but in fact, if the user enters the wrong mobile phone number during the order filling process, it is very likely that he will not only be unable to verify the mobile phone number, but also will not receive the policy SMS notification, then he may have spent money to purchase the product.

But I think this is a small probability event. After all, it is a minority. ** But if a purchase fails, it will be a financial loss for the user, and the entire product experience will be scored 0 points. **

**To ensure that users do not make mistakes, mobile phone numbers should be verified before users pay. **

2. Overemphasis on streamlining the interface layer and neglecting other user experiences

As design trends move toward simplicity, everyone knows that “less is more.”

So is it really good to blindly pursue simplicity?

When I was designing the first version of "Insurance", because the guarantee content of the plan was too long, in order to make the interface more streamlined, I put the selection plan into the second-level page. The first-level page was indeed much streamlined.

But

This brings the following problems to users:

1. Users cannot directly perceive what options are available. **
2. After selecting the plan at the same time, the price difference of the product is not displayed to the user. The user is very concerned about the price difference of the product.

So,

Although it looks simple visually, it does not reflect the functionality at all.

When designing the second version, I simply chose a compromise:

1. Display the plan options directly on the "Insurance Application Page".
2. The guarantee content of the plan is used as an "accordion", which is collapsed by default and automatically expanded when the plan is switched.

Every version iteration, I am deeply defeated!

3. Doing things halfway without delving deeply

When it comes to design revision, it's okay if there are a lot of known problems that you need to fix. The biggest fear is that you still have to come up with an iterative plan even though you clearly feel that there is nothing to optimize. **

So

I analyzed the previously designed works carefully and found that I had only done half of the work before:

1. Although the function is simple to operate, it does not further simplify the prediction of user behavior (after selecting the start time, the control for selecting the end time will automatically appear, without the user's own operation)
2. Only meets the needs of the product and does not extend the further experience (After successful payment, the subsequent status of the order can also be displayed, not just a prompt)
3. Insufficient text control. Text is actually a part of the interface design. Users need to clearly understand what this function does through text, and it must combined with the user's taste.
4. No soul is injected into the product and emotional design is carried out. The best interface users are not disgusted with (such as WeChat), and the emotional interface always surprises people (such as path)**